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MORE POWER BEHIND THE MAGNETI MARELLI BRAND
More parts for more brands. Now available through Magneti Marelli.
There have been a lot of changes underway at Mopar® that will affect the automotive parts landscape in North America for years to come.
It all started with the introduction of Magneti Marelli Offered by Mopar in 2011, which enabled Mopar to expand its product offerings to include all-makes parts that are competitive to aftermarket brands. Butthe changes go deeper than just the new parts brand in a yellow box.
Magneti Marelli Offered by Mopar, gives dealers and wholesalers a broader line of aftermarket service and maintenance parts for all makes, including more than 3,000 individual part numbers. This has expanded both the depth and breadth of Mopar product offerings in segments as diverse as filters and brakes, batteries, electrical and suspension parts.
“We’re excited to extend the reach of Magneti Marelli Offered by Mopar with even more high quality, affordable parts for both competitive make and FCA US vehicles,” said Ross McGinnis, vice president, Parts Sales and Field Operations at Mopar. “The additions reinforce the fact that FCA US dealers are a one-stop shop, no matter the make or model.”
For Mopar, the addition means a stronger focus on the traditional O.E. service and replacement parts, while the Mopar “value line” will be replaced by Magneti Marelli. Currently the value line products are a lower cost option for price-conscious owners of older, higher-mile and out-of-warranty vehicles.
While the changes are a boost for the Mopar Brand, the expansion has product managers working overtime at Magneti Marelli to further expand the “all-makes” offerings. As a top-tier global supplier, the company is leveraging its O.E. engineering expertise. This will expand the product lineup to add more popular and hard-to-find SKUs that will serve more post-warranty FCA US customers as well as those with competing makes.
“We’ve incorporated between 60 and 70 percent of the value line products into the Magneti Marelli Offered by Mopar line, plus our radiators and condensers for the FCA US Brands has been very successful so far,” said Magneti Marelli Portfolio Manager Anya Ruby.
In the coming years, Magneti Marelli will continue building its portfolio of products into the maintenance, mechanical and collision parts segments. They expect to build a deeper lighting portfolio as well, Ruby said.
As with any new brand, it takes time for word to get out on how well the product works and holds up in the long term. While the company has been a top-tier global automotive supplier for nearly a century and is a powerhouse in Europe, it’s an uphill ride for the Magneti Brand in North America.
Mechanic David Razai, owner of Round Lake Auto Repair, Inc., in Balston Lake, New York, was skeptical when first introduced to Magneti Marelli parts through Nemer Chrysler, Dodge, Jeep®, Ram. But several years and hundreds of satisfied customers later, his first parts call is often to Mopar® sales rep Jim Thorne at the dealership.
“I am really happy with Magneti Marelli parts. They fit right every time, the quality is great and the kits come with everything you need,” Razai said. “Eight out of 10 times, they (Nemer) have the part in stock and even if they don’t, I ask my customers to wait the extra day – and they do, because they trust me. I’ve never had a complaint related to Magneti Marelli.”
As awareness of the brand continues to grow, Magneti Marelli will continue to work to build through expanded product line offerings, value pricing and high quality. For Mopar dealers and mechanics, the transition of the Mopar value products into the yellow and blue Magneti Marelli packaging might take some getting used to, but only the packaging is changing. Not the parts.
“This is a natural progression of the expanding relationship between Magneti Marelli Aftermarket and Mopar,” said Antonio Recinella, CEO, Magneti Marelli Aftermarket. “Magneti Marelli has been providing high quality products since 1919, and we look forward to assisting owners and independent repair facilities in servicing almost all high-profile brands.”